“Who is John?” one can already imagine diners asking when they see this on-trade exclusive wine (Advice from John) on a list. As Amelia Singer, Orin Swift’s UK brand ambassador, explained at the launch, “There is no John. Dave is using it in the American sense of the word. It took me, being half Californian, a moment to work out too – yes, it means ‘the John’, the bathroom.”
For more than two decades, Dave Phinney, founder of Orin Swift, has blurred the lines between winemaker, artist and brand visionary. Since establishing the label in 1998, he has built an instantly recognisable identity on bold blends, provocative labels and a philosophy rooted in intuition and emotion.
Advice from John "shows how the grape can be serious, fun and multi-dimensional all at once," - Amelia Singer, Orin Swift's UK brand ambassador.
Singer notes that Phinney’s “personality, creative brain and winemaking passion are so intertwined that it’s impossible to separate the art from the artist.”
His irreverent creativity first caught the world’s attention with The Prisoner, a Zinfandel-based blend that became one of the best-selling luxury reds in the US. Within eight years, production grew from 385 to 85,000 cases, and the brand sold for $40 million. Yet Phinney continued to push boundaries, convinced that non-conformity lies at the heart of Orin Swift’s ethos.
Advice from John
Phinney’s latest creation, Advice from John, takes its name and aesthetic from a book of graffiti found in the bathrooms of small, rough-edged American bars, compiled by his close friend and assistant Samantha Smith. Smith had spent years photographing graffiti across the US before assembling the collection Advice from John. When Phinney spotted a neon-lit image reading “You had me at hell no”, he instantly saw its potential as a label.
“That one phrase captured Orin Swift’s spirit – spontaneous, rebellious and a bit risky,” recalls Singer. “It’s about that bad idea you can’t say no to.”
The wine itself – a 77% Merlot blend with Petite Sirah, Syrah and Grenache – is available exclusively for the on-trade in the UK. It is designed to be what Singer calls “sessionable” – effortlessly drinkable yet full of personality. Like Orin Swift’s other wines, it is opulent but balanced, with freshness and lift that invite another glass.
Choosing Merlot for a flagship release might appear counter-intuitive for such a daring brand, but Phinney believes the variety deserves its revival.
“Dave loves Merlot; he cut his teeth making it,” says Singer. “Then Sideways came along and, in his words, ‘put a bullet through Merlot.’ But now there’s a new generation of sommeliers and drinkers who don’t carry that baggage.”
The fruit for Advice from John is drawn from four leading Californian vineyards: hillside plots bring structure, cooler sites add acidity, and alluvial soils contribute plush fruit. The result, Singer says, is “a mosaic of Merlot” that shows how the grape can be serious, fun and multi-dimensional all at once.
Offered exclusively in the on-trade at a recommended £20 per glass, the wine is being introduced through by-the-glass programmes.
“It’s important that consumers can try these wines in a setting where the story comes to life, whether that’s a Michelin-star restaurant or a modern brasserie,” explains Fabianne Jones, Gallo’s luxury brand manager.
This approach – discovery through the on-trade and continuity via retail – underpins Orin Swift’s UK growth. Established favourites such as Abstract, Mannequin and Eight Years in the Desert remain available through Majestic, ensuring visibility and consumer recognition.
Fabianne Jones, Gallo’s luxury brand manager.
An estate model
Since joining E.&J. Gallo in 2016, Orin Swift has gained the reach and resources of the world’s largest family-owned wine company without losing its boutique character.
“The partnership is the perfect marriage of creativity and capability,” says Jones. “Dave is still at the helm – overseeing winemaking, blending and even label design. Gallo provides vineyard access, global distribution and marketing expertise, but the creative vision remains entirely his.”
This structure allows Orin Swift to operate with agility while leveraging Gallo’s infrastructure to expand internationally.
“We run an estate model,” Jones adds. “The Orin Swift team handles everything day to day, while Gallo supports with vineyards, logistics and long-term investment.”
From vineyard sourcing and blending philosophy to label art, packaging and market placement, every element of Orin Swift tells a single, cohesive story. It is, in essence, a 360-degree brand: winemaking, marketing and visual identity reinforcing one another at every stage. This integrated approach has allowed Orin Swift to remain authentic and creatively daring while scaling globally.
Singer describes the result as “the distillation of Californian innovation – full-bodied in heart but accessible in price. Bring a bottle to a dinner party and people immediately want to know its story. It’s a grin in the glass.”
For the UK wine trade, Advice from John shows how luxury can be approachable and how storytelling can drive commercial success. In a market where boutique producers often struggle to balance scale with soul, Orin Swift demonstrates what’s possible when creativity meets capability.
Phinney’s artistry, Singer adds, extends well beyond wine.
“He doesn’t do social media or emails. He’s a genius who surrounds himself with creative people, takes inspiration from art, music and even skate parks, and distils that energy into every bottle.”
Two decades after reshaping Napa’s identity, Dave Phinney remains one of its most distinctive voices. With Advice from John, he proves that California cool – with all its grit, humour and grin – can thrive by the glass in London. And if you don’t yet know the story behind each Orin Swift label, take a look at its website. You won’t be disappointed.
At the launch of Advice from John, 10 wines were tasted blind
10 Orin Swift wines tasted blind
Ten wines tasted blind from the launch event. Apart from the Papillon, which I did note had a warming finish, I would not have thought that all the wines were 15% ABV or above, as they were all so well balanced.
Orin Swift Blank Stare Sauvignon Blanc 2023
Sauvignon Blanc | 15% ABV | Partially fermented in French oak From the cool Russian River Valley, it’s bright and tensile, with lime, grapefruit and guava over a mineral frame. Subtle oak adds roundness; the finish is long, saline and pure.
Orin Swift Mannequin Chardonnay 2022
Chardonnay | 15% ABV | Aged 8 months in French oak A multi-regional blend showing ripe pear, baked apple and pineapple layered with vanilla and sweet spice. Lees ageing adds texture; citrus acidity keeps it poised and graceful despite its richness.
Orin Swift Slander Pinot Noir 2022
Pinot Noir | 15.4% ABV | Aged 8 months in French oak (37% new).Pale ruby with lifted cherry and spice aromas. Silky and supple on the palate, with gentle oak warmth and a soft, lingering finish.
Orin Swift Advice from John 2023
77% Merlot with Petite Sirah, Syrah and Grenache | 14.9% ABV | Aged 14 months in French oak (25% new). Made for the on-trade, this Merlot-led blend shows blackberry, black plum and mocha, framed by lilac and sage. Smooth, layered and fresh, it’s effortlessly drinkable yet full of character.
Orin Swift Abstract 2022
Grenache, Petite Sirah and Syrah | 15.3% ABV | Aged 8 months in new and seasoned oak A vivid blend of dark cherry, blackberry and violets with smoky spice. Dense yet polished, its supple tannins and seamless texture make it instantly appealing.
Orin Swift Eight Years in the Desert 2022
Zinfandel, Syrah and Petite Sirah | 15.6% ABV |. Briefly aged in French oak (partly new) Phinney’s return to Zinfandel: rich and velvety, with black cherry, fig and liquorice depth lifted by bright red fruit on the finish.
Orin Swift Machete 2021
Petite Sirah, Syrah and Grenache | 15.5% ABV | Aged 14 months in French and American oak (40% new). Dark and smoky, packed with blueberry, black fruit and spice. Firm yet ripe tannins balance its power; complex and defiantly bold.
Orin Swift Palermo Cabernet Sauvignon 2022
Cabernet Sauvignon | 15.2% ABV | Aged 12 months in French oak (31% new). Classic Napa Cabernet: cassis, blackberry and mocha with balsamic herbs and cedar spice. Full-bodied, structured and long.
Orin Swift Papillon 2021
Cabernet Sauvignon, Cabernet Franc, Malbec, Merlot, Petit Verdot | 15.5% ABV | Aged 13 months in French oak (44% new) A plush Bordeaux-style blend showing plum, cassis and cocoa. The Merlot core softens the Cabernet frame, yielding warmth, richness and approachability.
Orin Swift Mercury Head 2022
Cabernet Sauvignon | 15.5% ABV | Matured 13 months in French oak (60% new) From select Napa vineyards, this flagship Cabernet shows blackcurrant, graphite and spice with balsamic depth. Silky tannins and a long, assured finish underline its pedigree.
Advice from John, as well as the rest of the Orin Swift portfolio is distributed in the UK by Enotria which is a commercial partner of The Buyer. To discover more about them click here.
